The Maroon Shirt Campaign

Category: Campaign/Series

Choose a Subcategory:
Promotional

Target Audience:
UMN alumni, staff, and students

Date(s) Published:
August 31-October 20, 2017

Quantities Produced:
Distribution for this design included a 98,470 person print mail campaign, 125,000+ person mass-email campaign with three touch-points, email cross-promotion utilizing dynamic content, website presence (UMNAlumni.org/maroonshirt) and tshirt distribution to members (2,238).

Objectives:
The Maroon Shirt campaign was a membership drive that leveraged a limited-edition design for a members-only t-shirt. The shirt that showcased this design was available as a premium for joining the Alumni Association for the first time, or available for purchase for our members. Our goal was to meet our member and revenue goals for our fall membership acquisition campaign, and spread some maroon and gold cheer to our members through a unique, members-only item.

Outcomes:

This campaign exceeded previous fall campaign member acquisition by 73%, and exceeded revenue by 81%. Another, less tangible, goal that was met was creating an avenue for our members to show their U of M pride in a unique way. This design was limited (only available to members August 31 – October 20), and also showcased the words “Alumni Member” on the back of the shirt. Our goal was to sell 500 shirts, but we ended up distributing over 2,000!

TOTAL REVENUE $102,410
NET REVENUE $48,930


Resources:
The team that carried out this campaign included the Director of Membership Marketing, Senior Art Director, Senior Director of Digital Communications, Director of Digital Communications, Alumni Services Representative, Metric Specialist, and the support of event staff at Ski-U-Mania and other Gopher football tailgate events at the McNamara Alumni Center. So, all in all, it was truly a team effort to execute, with strategy driven by the Director of Membership Marketing. The budget for the fall membership campaign was $45,000.


 

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